Solving ethical and regulatory issues

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As AI algorithms become increasingly sophisticated, marketers will continue to face complex ethical issues such as the responsible use of customer data, transparency of AI-based decision-making processes, and ensuring that algorithms do not reinforce social inequalities. The study found that only 30% of organizations have clear guidelines in place for the use and oversight of AI systems, and less than half consider trust, privacy, and accountability attributes when selecting AI tools for marketing activities. Less than half of organizations (42%) are implementing measures to protect themselves from the challenges of using generative AI in marketing, such as monitoring potential AI-derived versions of their work, including logos and illustrations.

A skills gap in generative AI
According to the report, the majority of organizations (71%) anticipate that certain marketing functions will be heavily or moderately impacted by generative AI, including SEO specialists, digital special database marketing and creative directors, PR/communications specialists, copywriters, and customer insight specialists. The majority (63%) of organizations recognize that demand for generative AI skills in marketing far outstrips supply.

To address this skills gap and unlock the full potential of generative AI for this role, an average of 53% of companies plan to offer generative AI training to their marketing teams in the next six months (with companies in the Netherlands, India, Australia, and the United States being the most likely to implement this initiative). Industries such as media, insurance, automotive, and life sciences also demonstrate above-average commitment to generative AI training for their marketing teams.



Finally, nearly 60% of organizations are integrating generative AI into their marketing efforts, with 37% actively implementing it across various initiatives, while another 21% are in the experimental phase. To be successful, organizations are adopting a variety of AI strategies tailored to their specific marketing needs and available resources. Nearly a quarter of organizations rely solely on external applications and platforms for generative AI for marketing activities, but half of them are in development or using internal applications alongside external tools.